" Amid the most challenging times, your ability to bring stakeholders back to first principles and connect with them at a deeper emotional level can be the difference between success and failure. Today, we refer to this skill as motivating people through purpose. However, for this to happen, we need a purpose in the first place. "

― Paul Pierroz , The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors